A new way to unify website and app measurements in Google Analytics
The way in which consumers interact with your brand should be as friendly as possible so that they do it at the time and in the way they want. A consumer can search for information about your company on your website and then make a purchase through your App. For this reason, obtaining cross-information from both platforms will allow you to predict the needs of your consumers, giving them better shopping experiences.
Currently, many businesses measure the performance of their applications through the Firebase tool for Google Analytics and the measurements of their websites with Google Analytics. Both tools offer valuable information from your consumers separately, so getting a complete picture of them can sometimes require a lot of manual work.
In order to simplify the information gathering equation, Google has announced a new way to measure website and app information with Analytics only.
Unification of information from Applications and Websites
Google has recently launched a new type of property where the information of your website and your application converge.
The reports generated with this new property use a single group of dimensions and metrics, making it possible to obtain integrated reports from both your application and your website. With this integration, the tool allows you to answer questions such as: which channel is responsible for the largest number of new users? How many users use a single channel? How many conversions have you had on your app or website in the last week? And therefore, which is the platform that obtains the best results?
In the same way, you will be able to delve into the analysis of the information obtained to understand the effectiveness of your campaigns, by knowing how many users started using your application and then went to your website to make a purchase.
Flexible event measurement
Understanding how your users interact with your application and your website means measuring a large number of events and interactions such as clicks, page views, opens of your application and more. For this reason and with the intention of making this event measurement process easier, Google uses a flexible system in order to collect only that information from the interactions that your users make with your content. This allows you to measure any combination of events that you want to configure.
This measurement model allows you to automate the manual work of tagging some events on your website without the need to rewrite your code. Regarding user visits to your page, this advanced measurement system allows you to evaluate a variety of events such as movements within a page (scrolls), downloads, video views, etc.
Cross-platform analysis
Given the wide variety of ways in which the users of your website and application interact with your brand, you need flexible measurement tools in order to understand that information specific to your business. The new "Analysis" model allows you to examine your information without the limitations of predetermined reports.
There are a number of techniques you can use, including:
Exploration: Custom-configured analysis in which you drag the multiple variables of different segments, dimensions and metrics necessary to measure your business.
Funnels: This technique identifies important steps to convert and understands how users navigate based on those events. In the same way, it identifies in which stage of the conversion funnel a customer enters as well as the moment in which he leaves your application or website.
Route analysis: This technique allows you to understand the actions that users perform between each step of your funnel, which allows you to identify when a conversion is generated or not.
Once the results of the analysis of this information have been obtained, you can use them to create audiences and thus create and deliver better shopping experiences to your users.
Start cross-measurement of your platforms
The first version of this tool, including a new event model and other items, will be available to all Analytics accounts in its beta version. If you are a user of Google Tag Manager or the global tagging site for Google Analytics, you will not need to create new tags for your website. To include your application information you will need to download the Firebase DSK application. Sight how to get started in Google Analytics in 3 simple steps or follow the following link if you are currently a Firebase user to update it.
In the event that your business has both a website and an application and you are looking to obtain a more panoramic view of the behavior of your users in both, I invite you to participate in the beta version and share your experiences in the comments. I am sure that with this change you will be able to obtain great benefits and better understand your audiences.
